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All Journal Budimas : Jurnal Pengabdian Masyarakat Indonesian Journal of Society Engagement (IJSE) Jurnal Ilmu Komunikasi Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Journal of Innovative and Creativity
Reza Mehdi Fauzi
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Branding Kebun Raya Mangrove Surabaya Melalui Pembuatan Suvenir Tutiasri, Ririn Puspita; Kusuma, Ade; Setiawan, Bayu; Sumardjijati, Sumardjijati; Fauzi, Reza Mehdi; Santoso, Wahyu
Indonesian Journal of Society Engagement Vol. 5 No. 3: Desember 2024
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/ijse.v5i3.180

Abstract

Kebun Raya Mangrove Surabaya (KRM) is an ecotourism destination focused on mangrove ecosystem conservation and environmental education. To enhance its appeal, build a positive image, and strengthen local economic sustainability, the development of eco-friendly souvenirs rooted in local wisdom presents a promising branding strategy. Souvenirs such as bucket hats, hand fans, brooches, and keychains with mangrove-inspired designs serve not only as promotional tools but also as educational mediums for environmental awareness among tourists. This article presents the results of a community service project aimed at creating souvenir concepts that support KRM’s branding, involving local communities in the production process, and promoting sustainability principles in tourism. The methods employed include training in creative design, producing eco-friendly souvenirs, and implementing digital marketing strategies. The findings indicate that souvenir development can increase tourists' awareness of mangrove ecosystem conservation while positively impacting local communities through income generation and skill development. This souvenir-based branding strategy not only reinforces KRM’s identity as an educational ecotourism destination but also supports environmental preservation and sustainable economic development.
INOVASI REBRANDING DAN PENGEMASAN PADA UMKM KERUPUK KEDELAI BERKAH: MENINGKATKAN IDENTITAS PRODUK DAN DAYA SAING PASAR Ririn Puspita Tutiasri; Yanda Bara Kusuma; Dwi Wahyuningtyas; Ibnu Malkan Bakhrul Ilmi; Reza Mehdi Fauzi; Mohammad Syarrafah
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 6 No. 3 (2024): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Program Pengabdian kepada Masyarakat (PKM) IMRIS di Desa Bendo, Blitar, bertujuan meningkatkan kesejahteraan UMKM melalui rebranding, desain kemasan, dan pemasaran daring produk Kerupuk Kedelai Berkah. Kerupuk kedelai, kaya protein nabati, dikembangkan sebagai produk bernilai gizi tinggi dengan masa simpan lebih panjang dibanding tempe dan tahu. Program ini melibatkan UPN Veteran Jawa Timur dan Jakarta untuk memberikan pelatihan pengemasan yang menjaga kualitas, fotografi produk untuk meningkatkan daya tarik visual, serta strategi pemasaran digital guna memperluas pasar. Upaya ini bertujuan meningkatkan kualitas dan daya saing produk lokal, memperluas jangkauan pasar, dan menciptakan peluang ekonomi berkelanjutan. Hasilnya diharapkan berdampak positif pada kesejahteraan masyarakat, menjadikan produk lokal lebih menarik bagi konsumen dan mendukung ekonomi Desa Bendo
Relasi Parasosial sebagai Strategi Komunikasi Pemasaran dalam Live Commerce TikTok di Indonesia Zahrotul Munawwaroh; Reza Mehdi Fauzi; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i2.4363

Abstract

TikTok Live phenomenon in Indonesia has created a new form of interaction between sellers and audiences through hosts who blend entertainment and real-time product promotion. This study examines the marketing communication strategies employed by “Mas Farhan Batik,” a prominent TikTok Live host known for selling batik products while cultivating strong emotional bonds with his viewers. Using a qualitative case study approach and content analysis, this research investigates how parasocial elements are constructed and strategically leveraged to foster consumer engagement and trust in a live commerce context. Findings reveal that personalized, narrative-driven, and consistent communication enhances psychological proximity between host and audience. Specifically, elements such as the illusion of intimacy, emotional involvement, pseudo-interaction, and perceived authenticity act as key mechanisms for building a sense of belonging and driving impulse buying behavior. The study also highlights the role of everyday influencers in replacing celebrity endorsements, offering a more authentic and affective communication channel that resonates deeply with target consumers. These insights contribute to the theoretical development of parasocial interaction in interactive digital marketing and suggest that emotionally resonant communication strategies can significantly enhance brand loyalty and sales conversion in the emerging ecosystem of Indonesian live commerce.
Integrasi Visual Learning dan Gamifikasi dalam Pelatihan Public Speaking untuk Meningkatkan Kepercayaan Diri Mahasiswa Asrama Bibit Unggul Surabaya Zahrotul Munawwaroh; Dhelittya Finaliyani Putri; Mohammad Syarrafah; Reza Mehdi Fauzi; Sigit Andrianto
ABDIKAN: Jurnal Pengabdian Masyarakat Bidang Sains dan Teknologi Vol. 4 No. 2 (2025): Mei 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/abdikan.v4i2.5137

Abstract

Disparities in higher education access for underprivileged families in Indonesia perpetuate intergenerational poverty cycles. In response, the Surabaya City Government launched the program “Satu Keluarga Satu Sarjana” through full funding and accommodation at the Bibit Unggul Dormitory. Observations by the community service team and focus group discussions (FGDs) with the Surabaya Social Agency revealed that academic competence alone, without strengthening effective communication skills, risks hindering the competitiveness of students from underprivileged backgrounds. Using a Community-Based Participatory Research (CBPR) approach, the team designed a public speaking training intervention integrating visual learning techniques and gamification. The methodology included: (1) anxiety-level surveys, (2) workshops on public speaking techniques and visual-based presentation strategies, (3) practical simulations, (4) gamified role-playing scenarios, and (5) collaborative feedback sessions. Active participation of students ensured contextual relevance. Evaluation results demonstrated significant improvement in self-confidence (pre-test-post-test) and the ability to articulate ideas. This community service initiative not only addresses psychological barriers but also establishes a sustainable soft skills development model for marginalized communities, while aligning with the Sustainable Development Goals (SDGs) in reducing educational inequality.
Representasi Stigmatisasi Obesitas: Analisis Semiotika Karakter Don dalam Film JUMBO dan Implikasinya terhadap Persepsi Tubuh Ideal Reza Mehdi Fauzi; Zahrotul Munawwaroh; Mohammad Syarrafah
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5321

Abstract

This research analyzes the representation of obesity stigmatization through the character Don in the film "Jumbo" by Ryan Adriandhy using Roland Barthes' semiotic approach. Through denotative, connotative, and mythological analysis, the research reveals how the film constructs obesity as a visual and moral anomaly with implications for social perceptions of the ideal body. At the denotative level, Don's character is represented with cinematic techniques that emphasize his body proportions as a deviation from the norm.Connotatively, this representation activates associations between obesity and social incapacity and failure of self-control. At the mythological level, the film naturalizes the view that obesity is a consequence of misguided personal choices. Although there are moments of resistance that acknowledge Don's complexity as an individual, this resistance is limited and does not threaten the dominant structure that idealizes the slender body. The implications are significant for the construction of social perception and the development of body positivity discourse, where media plays a role in reinforcing stigma through a "semiotic circle" that perpetuates body-based discrimination. This research emphasizes the importance of representational transformation in media to build more inclusive perceptions of body diversity, with theoretical implications for media studies and practical implications for media policy, public education, and mental health advocacy.
STRATEGI KOMUNIKASI MEREK TOSHIBA TV DI PLATFORM X (TWITTER) MELALUI PENDEKATAN HUMANISASI MEREK DAN BRAND PERSONA Munawwaroh, Zahrotul Munawwaroh; Fauzi, Reza Mehdi
Journal of Innovative and Creativity Vol. 6 No. 2 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i2.10649

Abstract

Penelitian ini menganalisis strategi komunikasi merek Toshiba TV Indonesia melalui platform X (Twitter) dalam konteks tekanan industri televisi akibat disrupsi digital. Fenomena yang dikaji adalah kemunculan persona merek 'MinTosh' atau 'Toshi-san' yang membangun narasi romantis fiksi bersama merek Amanda Brownies sejak Januari 2026, menciptakan gelombang engagement masif di platform X. Dengan menggunakan pendekatan kualitatif-deskriptif dan analisis wacana kritis terhadap konten postingan akun @toshibatv_id periode Januari hingga Mei 2026, penelitian ini mengidentifikasi tiga strategi komunikasi utama: (1) humanisasi merek melalui antropomorfisme dan brand persona, (2) pemasaran berbasis komunitas dengan pendekatan co-creation dan kolaborasi merek lintas kategori, serta (3) edukasi audiens melalui konten pemasaran berbasis data. Hasil penelitian menunjukkan bahwa Toshiba TV berhasil memanfaatkan 'blue ocean' platform X untuk membangun brand recall dan brand awareness di tengah penurunan penonton televisi konvensional yang mencapai rata-rata 8% per tahun. Implikasi teoritis penelitian ini berkontribusi pada pengembangan konsep brand humanization, diffusion of innovation, dan parasocial interaction dalam konteks pemasaran media sosial di Indonesia.
Rebranding Politik dan Makna Simbolik: Analisis Semiotika Perubahan Logo Partai Solidaritas Indonesia dari Mawar ke Gajah Reza Mehdi Fauzi; Sigit Andrianto
MUKASI: Jurnal Ilmu Komunikasi Vol. 5 No. 2 (2026): Mei 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v5i2.5382

Abstract

This study analyzes the transformation of political identity in Indonesia's contemporary democratic era, specifically how new political parties such as the Partai Solidaritas Indonesia (PSI) strategically adapt to maintain relevance and expand their support base through symbolic rebranding. The phenomenon of the PSI's symbol change from a red rose to an elephant captured the author's attention because it reflects the complexity of modern political communication, which involves not only visual aspects but also profound semiotic, psychological, and sociological dimensions. This research uses a qualitative approach with Roland Barthes' semiotic analysis. The aim of this research is to uncovers the meaning behind this symbolic transformation, from the party's strategic motivations, the rebranding implementation process, to its impact on public perception and PSI's political positioning within the Indonesian political landscape. Political rebranding, involving the intersection of communication theory, political science, semiotics, and cultural studies, is relevant and contributes to the development of academic literature on political branding in Indonesia. This research can provide new perspectives on the dynamics of contemporary political communication and serve as a reference for political practitioners, academics, and the general public interested in understanding how symbols and visual identities play a role in the construction of political meaning in the digital era. It also opens up space for further discussion on the effectiveness of rebranding strategies in the context of Indonesia's multiparty and democratic politics.
Co-Authors Bayu Setiawan Dhelittya Finaliyani Putri Dwi Wahyuningtyas Ilmi, Ibnu Malkan Bakhrul Kusuma, Ade Mohammad Syarrafah Munawwaroh, Zahrotul Munawwaroh Ririn Puspita Tutiasri Sigit Andrianto Sumardjijati, Sumardjijati Wahyu Santoso Yanda Bara Kusuma Zahrotul Munawwaroh